Protecting the Philippines

WWII Coke Philippines illustration ad

Drinking Coke was synonymous with fighting the enemies of freedom and democracy.
Vintage WWII Coca Cola Ad 1945

The heartbreaking tragedy on the Leyte Island of the Philippines which bore the brunt of the devastation of Typhoon Haiyan has a special relevance today when we honor our veterans. Thoughts go back to another fall day, October 1944 when General Douglas McArthur landed on that very same island keeping his promise “to return” and liberate the Philippines.

Wherever the American army went so did Coca cola.

Coke went to remarkable lengths to make sure their soft  drink was never far from the front lines.  wasting no time in running an ad celebrating our shared victory in the Philippines.

“Naturally Filipinos thrilled when their Yankee comrade-in-arms came back to the Philippines.” the copy for this 1945 Coke ad declares.

“Freedom came with them.”

“Fair play took the place of fear. But also they brought back the old sense of friendliness that America stands for.”

Now the Filipinos need us again

Let us not forget that Filipinos bravely helped our American soldiers, let us not forget them now. We shall return…with help.

© Sally Edelstein and Envisioning The American Dream, 2013. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Sally Edelstein and Envisioning The American Dream with appropriate and specific direction to the original content.

On The Front Lines With Coca Cola Pt I

On The Front Lines With Coca Cola Pt II

 
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